Top UK Consumer Trends 2024: A Glimpse into the Future


Insights from Justine Clement at The Happy Prize Company

It goes without saying, that staying ahead of the latest consumer trends is as crucial as it gets in this industry. In 2024, the UK consumer landscape is set to undergo significant transformations, driven by technological advancements, changing societal values, and evolving consumer behaviours. In this article, we’ll explore the top UK consumer trends to take notice of in promotional marketing for 2024 and discuss how they may impact your strategies.

Trend 1: The Rise of Conscious Consumerism

It comes as no surprise that consumers in 2024 are increasingly conscious of the environmental and social impact of their purchasing decisions. Many now prioritise sustainability, ethical sourcing, and social responsibility when choosing products and brands to support. Aligning campaigns with these values becomes increasingly more important.

Tip: Consider partnering with (other) sustainably-conscious brands, promoting sustainable practices, and highlighting your commitment to social causes.

How we can help with prizes: We’re a B Corp, so creating sustainable prize ideas, whether that be sustainable travel experiences, or vouchers, or products/items you need, is what we love focussing on. See here and here to get you started.

Trend 2: Personalisation and Customisation

Consumers expect personalised experiences and products tailored to their individual preferences. What seems obvious now, yet still appears in all trend analysis, is the importance of investing in data analytics and customer segmentation, helping us to understand target audiences better and create more personalised promotional campaigns.

Tip: Explore technologies such as artificial intelligence and machine learning to automate and optimise the customisation process.

How we can help with prizes: We’ve always been about customising prizes for your campaign theme and audience. Once you know who you are targeting and what you want to achieve, we’ll come up with tailored prize solutions to help raise the brand’s profile and create some serious standout.

Trend 3: Digital Transformation

The rapid advancement of technology has reshaped consumer behaviours and expectations. In 2024, digital transformation will continue to drive consumer trends, with a focus on seamless online experiences, mobile commerce, and augmented reality.

Tip: Embrace digital channels, social media advertising, and interactive online experiences to engage with your target audience effectively.

Trend 4: Health and Wellness

Consumers are increasingly prioritising their health and well-being, driving the demand for products and services that support a healthy lifestyle.

Tip: Incorporate health and wellness messaging into your promotional campaigns, highlighting the benefits of your client’s products or services for physical and mental well-being. Consider partnering with fitness influencers or wellness experts to amplify your message.

How we can help: Our sister agency is The Life Adventure – a wellbeing agency. That means we’re really proactive in creating wellness retreats, digital wellness content, wellbeing events and brand partnerships with influencers in this space.

Trend 5: Authenticity and Transparency

In 2024, consumers will continue to seek authentic and transparent brand experiences. They value honesty, integrity, and openness from the brands they support.

Tip: Brands and indeed all businesses need to be more transparent about their business practices, sourcing, and manufacturing processes. Authentic storytelling and genuine connections with audiences will be key to building trust and loyalty.

How we can help: If you’re running a prize promotion element to your activity, we’ll look at how the prizes offered will help to convey this message.

Trend 6: Remote Work and Online Shopping

The COVID-19 pandemic has accelerated the shift towards remote working and online shopping. Even as the world recovers, remote working and e-commerce will remain prevalent. Adapting promotional marketing strategies to cater to the online shopping experience, offering convenient and seamless purchasing options, is more important than ever.

Tip: Consider virtual events, webinars, and online collaborations to engage with remote workers and digital consumers.

Trend 7: Inclusivity and Diversity

Diversity and inclusivity continue to be important values for consumers. Embracing inclusivity in promotional campaigns by featuring diverse representation and promoting inclusive messages will be key forever more.

Tip: Collaborate with influencers and content creators who champion diversity to amplify messages and reach a wider audience.

How we can help: We give careful thought and consideration to the prizes we create, and consider and ask ‘will they appeal to a diverse audience?’ And ‘are they inclusive in all the right ways?’ We’ll give special attention to this as directed by you.

Trend 8: Experience-Driven Marketing

Consumers are increasingly seeking memorable experiences rather than just products.

Tip: Create experiential marketing campaigns that engage all five senses and provide unique and immersive brand experiences. Consider pop-up events, interactive installations and experiences, and virtual reality experiences to leave a lasting impression on your target audience.

How we can help: We combine wellness and experiential by offering immersive prizes that take winners, for example, out into nature to Forest Bathe. Forest Bathing specifically looks at how, if we engage our 5 senses, we can calm our nervous system to relieve anxiety and stress, boost our immunity and improve our sleep. Or how about woodland wild cookery sessions. Or curated, wildly inspired dining/dinner party experiences beneath the trees using locally sourced and wild ingredients.

Trend 9: Social Media Influence

Social media platforms remain powerful tools for reaching and engaging with consumers.

Tip: Leverage the influence of social media by partnering with influencers, running user-generated content campaigns, and fostering an active and engaged community. Authenticity and relatability are key to successfully harnessing the power of social media.

How we can help: We can help you in partnering with influencers in certain areas e.g., Crepe City, wellbeing, travel influencers.

Trend 10: Voice and Visual Search

As voice assistants and visual search technologies become more prevalent, optimising online presence on these platforms is crucial.

Tip: Invest in search engine optimisation strategies that consider voice and visual search queries. Ensure websites and digital content is optimised for voice and visual recognition, making it easier for consumers to find and engage with your brand.


By embracing conscious consumerism, personalisation, digital transformation, health and wellness, authenticity, inclusivity, experience-driven marketing, social media influence, and voice and visual search, you’ll create impactful and relevant promotional campaigns that resonate with any brand’s target audience. Adapt to the evolving consumer landscape, leverage technology and data, and foster authentic connections to drive growth and stay ahead of the competition.

The Happy Prize Company is a certified B Corporation prize, rewards and incentive agency. To get in touch to discuss any of the above, please email here for a fast response.